Articles

Your employer brand is whatever your last hire says at a party

Your employer brand is not the careers page. It is what your people say when nobody senior is listening. What Basecamp, Zappos and Timpson reveal about it.

#brand strategy #logo design #brand identity

Most logos are answers to the wrong question

Brand strategy vs logo design: why briefs that start with "make us a great logo" skip the decision that actually makes a mark work, with two real cases.

#brand strategy #verbal identity #tagline

If your competitor could run your tagline, you don't have one

What makes a good tagline? A decision your competitor couldn't copy. Avis, Marmite and a 99-year-old price promise show the test most brand lines fail.

#brand identity #Olympic branding #brand brief

Why the Alpes 2030 logo says nothing about the Alps

The Alpes 2030 Winter Olympics mnemonic is competently made and entirely interchangeable. That's not a design failure. Here's the decision that went missing.

#brand strategy #clarity #rebranding

You don't have a design problem

Most businesses don't have a design problem, they have a clarity problem. Why rebrands change nothing, and a quick test for what you've actually decided.